Did Vail Resorts Take the Local Feel Out of Ski Mountains?

One of the most persistent complaints about Vail Resorts' expansion is not simply price or crowds. It is the feeling among some longtime skiers and residents that individual mountains lose part of their local identity after joining a much larger corporate network.

Vermont: locals describe a 'McVailing' of skiing

Vermont Public examined this question in depth in December 2024 after Vail acquired Stowe, Okemo and Mount Snow. The report described a term some locals use — 'McVailing' — for a more standardized resort experience. Examples included resort websites taking on a similar look and local products at Stowe being replaced by national brands. One longtime observer told Vermont Public there had been a loss of individuality, while a Morrisville resident who grew up skiing Stowe said the mountain's community atmosphere had changed enough that she now drives elsewhere to ski.

The same concern follows Vail's broader acquisition strategy

The concern matters beyond Vermont because Vail has repeatedly expanded by acquiring established mountains with their own histories and communities. In 2018 it announced purchases involving Okemo, Mount Sunapee, Crested Butte and Stevens Pass. In 2019 it acquired Peak Resorts, adding 17 more U.S. ski areas including Mount Snow, Hunter, Attitash and Wildcat.

At the time of the 2018 transactions, Vail emphasized that the newly acquired resorts would continue to offer distinctive experiences and said it would work with local leadership on long-term management. Today, Vail's own corporate website still says each mountain has distinctive terrain, rich local culture and dedicated teams, and that its goal is to preserve the uniqueness of each destination.

The tension: network benefits versus local identity

There are real benefits to a large network: one pass can provide access to many mountains, capital investment can fund lifts and infrastructure, and a centralized company can bring purchasing power and technology that a smaller operator may not have. The criticism is that the same centralization can also make places that once felt locally run begin to feel more uniform.

That distinction is important. The argument is not that every mountain becomes identical or that every skier dislikes the changes. It is that documented local criticism has repeatedly focused on whether corporate standardization weakens the personality, traditions and community relationships that made individual ski areas different in the first place.

Sources

Vermont Public, 'How has Vail's acquisition of Vermont ski areas impacted locals?' (Dec. 5, 2024); Vail Resorts acquisition announcements for Okemo, Mount Sunapee, Crested Butte, Stevens Pass and Peak Resorts; Vail Resorts corporate Mountain Resorts page.